JOOLS OLIVER'S LITTLE BIRD COLLECTION

The first children's fashion collection from Jools Oliver has hit the shelves of Mothercare as the company attempts to emulate the success of its best-selling 'Baby K' collection designed by celebrity mum Myleene

Klass launched in 2007.

Jools Oliver ­ the 37 year old model, wife of Jamie Oliver, and mum of four ­ has turned business woman and fashion designer to create the Little Bird collection comprising of newborn and children's clothes, nursery

bedding and accessories and gifts, which is exclusive to Mothercare and is available nationwide.

Jools, Jamie and their children Poppy (10), Daisy (9), Petal (3) and Buddy (2) were first in line to buy the new collection at the Mothercare store on Oxford Street, London.

Jools Oliver comments: "I have such a passion for the design of children's clothes, so to have this opportunity to work with Mothercare is just amazing. My mother dressed us in Mothercare clothes and I have done the same with my children, so Mothercare has always been part of my life. My designs combine both quirky and classic style inspired by my childhood memories. The collection features nostalgic, classic pieces, sprinkled with unique touches and playful attention to detail. The entire collection has been lovingly put together and accessibly priced for parents. I cannot wait to see the reaction to it."

Mothercare chief executive Simon Calver, who joined Mothercare in late April from LOVEFiLM, comments: "We are delighted to have Jools on-board and add the Little Bird collection to our stores. The new product range offers exceptional quality and style at an affordable price, which reflects exactly what our customers tell us they want from Mothercare."

Mothercare recently launched its largest store in the UK ­ a 30,000 square foot site in Edmonton, north London ­ designed to reflect customer needs. It features a 'mumspace' zone for parents to bond with their toddlers, a 4D ultra-sound scanning studio, the chain's first in-store Costa Coffee, staff equipped with iPads to offer interactive sales experiences with customers and the UK's largest 'buggy park' that allows parents-to-be to road-test the latest prams and buggies before they buy.

For more information on the Jools Oliver Little Bird collection visit www.littlebirdbyjools.com or view this behind-the-scenes video http://www.youtube.com/watch?v=6gIALli0Wxg.